A new device can be the headline, but a launch may also change the price of older models and the software they run. One Apple announcement touched all three.

Apple's press release said iPhone 3GS will be available in the US on June 19 for a suggested retail price of $199 (US) for the 16GB model.

Expanding the Hardware Portfolio

Introducing a premium device is only one part of the equation. Apple stated that beginning June 8, iPhone 3G will be available for just $99 (US) for the 8GB model.

One reading is that keeping an older model at a lower price could make a product line reach more kinds of buyers. Whether it does is not something the release says.

Unifying the Software Experience

While hardware becomes segmented by price, the software strategy points toward consolidation. Apple announced that iPhone OS 3.0 software will be available on June 17 as a free software update via iTunes 8.2 or later for all iPhone customers.

A free update for iPhone customers might help keep more of them on the same software. In general, fewer versions in use could make life simpler for people who write apps, though the release itself does not make that claim.

Perhaps a product line grows best when new buyers can find a way in and existing users are not left behind.

Sources

  • Product Thinking
  • Systems Thinking
  • Customer Experience

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